Some businesses think that their branding work is done once they’ve designed a logo or created a brand kit. But it really is—or can be—just the beginning of their branding journey. Here’s a framework you can use to build a stronger and more valuable brand.
- Brand Identity. Establish a consistent, memorable, and visually appealing style that defines who you are — your logo, colors, fonts, and key messaging to your avatars should work together to convey your brand’s essence and values.
- Brand Continuity. Create a cohesive experience by ensuring your messaging and visuals are consistent across every customer interaction, online and offline, while still optimizing for every given platform for better results.
- Brand Differentiation. Highlight what makes you unique. Use your messaging and offerings to carve out a distinct position in your market. Consider how your brand solves specific problems or delivers benefits in a way that competitors can’t.
- Brand Personality. Develop a voice and actions that connect emotionally with your audience. Are you a humorous tech startup?A rebellious norm-breaking beauty brand? Above all else, be authentic — not a “me too” brand.
- Brand Story. Craft a narrative that places your customer as the hero and your brand as the guide, solving their problems and adding value. The core of any story is change — how your product or service helps you client achieve meaningful change in their lives.
- Brand Experience. Focus on meaningful, impactful interactions that foster deeper relationships and leave lasting impressions with your customers. And remember that small things count too — even how you answer the phone or seat customers at your restaurant can become a meaningful and memorable part of the customer experience.
- Brand Ethos. Go beyond products and services by aligning with a greater purpose. Inspire cultural change and loyalty by championing a meaningful cause. For example, Patagonia’s commitment to environmental sustainability is reflected in their “Don’t Buy This Jacket” campaign, encouraging conscious consumerism. Nike celebrates human potential through athleticism with their “Just Do It” campaigns.
Remember, you don’t have to implement everything all at once. Building a strong brand is a journey—climb your way up the pyramid, one step at a time.